Food & Beverage

Using digital in an uncertain marketplace: What Pizza Inn learned

Buffet-centric Pizza Inn used creativity, customer-mindedness and a health dose of digital to create a pandemic-era solution that lasts to this day: the contactless buffet. (Image: Pizza Inn/file)

June 28, 2021 by Douglas Kwong — VP of Marketing, Rave Restaurant Group

Pizza makers were fortunate in becoming the food of the pandemic. That was both a blessing and a curse.

Increased demand sparked fierce competition, while brands were simultaneously navigating the safest possible methods of operations. Brands had to adapt quickly to survive in uncharted waters. At Rave Restaurant Group, our two brands — Pizza Inn and Pie Five Pizza — each required very different approaches. Every restaurant fortunate enough to stay open was fighting to be the most convenient, but we knew our flexibility and scrappiness would be our strength.

We knew we needed to start by helping our franchisees be more accessible to guests. Many locations were not set up for delivery when the pandemic began, forcing us to get creative.

For both brands, we leaned heavily into accessibility with online ordering and delivery, signing deals with several third-party delivery services and lowering delivery fees. Through tough negotiations with these delivery services, we were able to provide the most favorable terms possible for our franchisees.

Additionally, we introduced value offers through our online ordering platform for Pie Five Pizza, making $5, one-topping personal pizzas and $9.99, two-topping large pizzas, available all day, every day.

We used various digital communication channels to promote awareness and drive sales — from email blasts to push notifications — and we used our social media channels to spread the word on our current offers.

With dining rooms closed, Pizza Inn launched the innovative Contactless Buffet To-Go to bring customers the same variety and value of a buffet experience in a safe, contactless delivery or carry-out experience. We implemented the Contactless Buffet To-Go with new meal options which were perfectly portioned for a family of two, four or six.

Within a week of launching this program, guests responded positively and the Contactless Buffet To-Go was a huge success, quickly becoming our most redeemed offer. Our Contactless Buffet To-Go maintained popularity among our guests, which is why we relaunched the program nationally in October.

More specifically, the Contactless Buffet To-Go consisted of three different options for carryout and delivery:
● JoJo's Party Pack, which offers two half-pizzas (one medium pizza with up to two toppings on each side) with any side item for $12.99.
● JoJo's Family Feast, which offers four half-pizzas (two medium pizzas with up to two toppings on each side) and any two side items for $25.99.
● JoJo's Ultimate Variety, which offers four half-pizzas (two large pizzas with up to two toppings on each side) and any three side items for $32.99.

In addition to their pizzas, customers can choose from eight garlic rolls, garlic cheesebread, garden salad, chocolate chip Pizzert and cinnamon stromboli as the sides.

The Contactless Buffet To-Go program has been so popular that we've continued to offer JoJo's Family Feast to give guests the great buffet value and variety that they're looking for in a setting outside of our restaurants.

In a post-pandemic world, digital accessibility will remain crucial and brands who want to be serious contenders must keep their fingers on the pulse of digital trends.

Unforeseen circumstances are sure to arise, but when you show grit by leaning into digital and staying nimble, I like our chances.

About the author:Douglas Kwong is vice president of Marketing at Rave Restaurant Group, which is the parent company of Pizza Inn, as well as Pie Five.